System and method for granting promotional rewards to both customers and non-customers

ABSTRACT

Systems and methods of attracting and retaining customers of a Banking institution through an incentive program is disclosed, comprising: operating a promotional program, comprising the dispensing of a indicia redeemable for a prize, and wherein the dispensing of the indicia is accomplished through the use of an automated teller machine (ATM); and operating a rewards program, wherein upon a customer completing a triggering behavior, a specified reward is granted to the customer. Systems and methods of operating a promotional program for customers of a Banking institution is also disclosed, wherein the method comprises dispensing a indicia redeemable for a prize, and wherein the dispensing of the indicia is accomplished through the use of an automated checking machine (ATM).

RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.11/403,317, filed on Apr. 13, 2006, entitled “System and Method forGranting Promotional Rewards to Both Customers and Non-Customers,” whichclaims priority to U.S. Provisional Patent Application Ser. No.60/771,581, filed Feb. 8, 2006, the disclosures of which are bothincorporated herein in their entirety.

This application is generally related by subject matter to the followingapplications: 10/683,294, filed Oct. 14, 2003, entitled “System andmethod for granting promotional rewards to credit account holders,” Ser.No. 11/221,706, filed Sep. 9, 2005, entitled “Terminal for implementingsimultaneous reward programs,” and Ser. No. 11/185,847, filed Jul. 21,2005, entitled “Personalized bank teller machine”. All of theaforementioned are hereby incorporated by reference in their entirety.

BACKGROUND

The present invention is generally directed to incentive programs forenabling both bank customers and non-bank customers to earn promotionalawards. More particularly, the present invention is related totechniques for providing personalized promotional awards to bankcustomers for specific triggering behaviors, and for providingpromotional awards to non-customers when using bank services.

There is a recognized need in the financial services industry to attractand retain loyal customers. A loyal customer is one who uses a singleBank for all or a significant number of banking relationships and doesso over an extended period of time. The attraction and retention ofloyal customers is particularly important to Banks that compete inhighly competitive markets where customers are offered a wide variety ofinvestment and other banking relationship options, some of which mayindividually be very enticing to existing customers of other banks.

Incentive programs, comprising of rewards and/or promotions may be usedby various merchants to stimulate potential customers and to maintainthe interest of existing customers. Rewards are typically given tocustomers by merchants for various reasons, including to encouragecertain customer behaviors and to strengthen relationships between Banksand customers. Rewards can also be used to strengthen the relationshipsbetween merchants and customers, such as when a Bank offers amerchant-related reward such as a gift card, or for example, when amerchant or affiliated Bank offers a reward for using a particularcredit card with the merchant.

Promotions may be directed at both existing and potential customers, andoften center around “give-aways” and prizes. Promotions generally causeconsumer interest in a merchant or a product of a merchant who mayleverage this interest in an effort to generate new customers.

Incentive programs for rewarding existing customers have becomeincreasingly common in a variety of industries. Well known examples areairline frequent flyer programs. In airline frequent flyer programs thecustomer is awarded points, often expressed in terms of “miles traveled”for each use of a particular airline or its partners or affiliates.Additional points or “miles” are awarded for use of ancillary servicessuch as car and hotel room rentals. Other well-known examples ofpromotions range from the Publisher's Clearing House™ Sweepstakes toMcDonalds's™ Monopoly™ program.

However, the implementation of rewards and promotional programs directedat Bank customers has complexities not found in other industries. Therelationships between the Bank and any customer may be quite numerousand complex, involving a number of different kinds of accounts andinteractions. Additionally, unlike retail shopping, Bank customers areless likely to switch Banks based upon a generic promotion.

For an incentive program to be effective as a tool for both attractingpotential customers and retaining existing customers, it may bedesirable for the Bank to be able to monitor customer behaviors and therelationships between the Bank and its customers, so that the Bank mayidentify significant opportunities for marketing its financial services.

It may further be desirable for both existing and potential customers totrack and manage their incentive programs. In addition to presenting theexisting or potential customer with more control over the incentiveprogram, providing customers with the ability to manage their incentiveprograms may provide the Bank with another channel of communicationthrough which to reach existing and potential customers. It is known forBanks to develop incentive programs to attract and retain customers,typically consisting of a financial product such as a credit card thatmay allow customers to earn rewards in a predetermined rewards system.For instance, it is known in the art to offer a 1% cash rebate each timea customer uses a platinum credit card issued by the Bank. Such systemsare disclosed, for example, in U.S. Pat. No. 5,025,372, to Burton etal., and assigned to Meridian Enterprises, Inc.

However, the known universe of reward-earning behaviors for suchincentive programs is generally limited. Rewards are typically earned bycharging transactions on a credit card account. Alternatively, rewardsmay be earned by performing certain tasks or exhibiting certainbehaviors, such as by opening a bank account.

Known incentive programs generally have little penetration into thesupply of potential customers. However, automated banking machines arewell known, and are used by both existing and potential customers alike.A common type of automated banking machine used by consumers is anAutomated Teller Machine (hereinafter “ATM”). ATMs enable both existingand potential customers to carry out a variety of banking transactionsby interacting with the machine rather than a human teller. Examples ofbanking transactions that are commonly carried out using ATMs includewithdrawals, deposits, transfer of funds between accounts, payment ofbills, and account balance inquiries. Accordingly, it is desirable touse ATMs as a distribution vehicle for incentive programs.

Moreover, prior art incentive programs typically have limitedreward-earning behaviors that earn limited rewards. A robust andefficient system of offering a plurality of incentive programs whereinthe incentive programs enable existing and potential customers to earn avariety of rewards by accomplishing a variety of behaviors and/ortransactions is desirable. It is further desirable to have an incentiveprogram system that is customizable across a wide variety of variables.

SUMMARY OF THE INVENTION

Aspects of the invention include systems and methods of attracting andretaining customers of a Banking institution through an incentiveprogram, comprising: operating a promotional program, comprising thedispensing of an indicia redeemable for a prize, and wherein thedispensing of the indicia is accomplished through the use of anautomated checking machine (ATM); and operating a rewards program,wherein upon a customer completing a triggering behavior, a specifiedreward is granted to the customer. Systems and methods of operating apromotional program for customers of a Banking institution are alsodisclosed, wherein the method comprises dispensing an indicia redeemablefor a prize, and wherein the dispensing of the indicia is accomplishedthrough the use of an automated checking machine (ATM).

It is to be understood that both the foregoing general description andthe following detailed description are exemplary and explanatory only,and are not restrictive of the invention as claimed. The accompanyingdrawings constitute a part of the specification, illustrate certainembodiments of the invention and, together with the detaileddescription, serve to explain the principles of the invention.

DESCRIPTION OF THE DRAWINGS

In order to assist in the understanding of the invention, reference willnow be made to the appended drawings, in which like reference charactersrefer to like elements. The drawings are exemplary only, and should notbe construed as limiting the invention.

FIG. 1 is a block diagram, illustrating a financial transaction inaccordance with some embodiments of the present invention.

FIG. 2 is a block diagram, illustrating an incentive program inaccordance with some embodiments of the present invention.

FIG. 3 is a block diagram, illustrating the interaction between arewards database, customer profile information, and a personalized webpage, in accordance with some embodiments of the present invention.

DETAILED DESCRIPTION OF THE INVENTION

As used herein, “Bank” or “Banks” refers to financial serviceinstitutions, including banks, savings and loan associations, creditunions, credit card issuers, and the like, which offer a variety offinancial and investment services to customers, such as credit cards.

While much of the description below is set forth in terms of creditcards, it should be understood that the invention is readily applied,and should be considered to encompass, ATM based promotional and rewardprograms provided in connection with the use of other types of paymentcards, including debit cards, check cards, transaction cards, ATM cards,prepaid debit cards, gift cards, stored value cards, other paymentdevices and the like.

As used herein, “Bank branch location” means any physical,brick-and-mortar, Bank location. The “Bank branch location” may offereither a limited or full selection of Bank programs, products, orservices.

As used herein, “code” or “codes” refers to a number, sequence ofnumbers, alpha sequence, alpha-numeric sequence, or a sequence ofsymbols, images, etc. sequence provided as a reward or promotional giftto an existing or potential customer. Just by way of non-limitingexample, a “code” may be indicative of a particular prize or offer, orit may be indicative of a certain number of “points” or other expressionof a reward.

As used herein, “customer” means people and/or legal entities that useor receive any service or purchase any goods from the bank. “Customers”can be “existing customers” and “potential customers.”

As used herein, “existing customer” or “existing customers” refers to acustomer of record with a bank. This includes all customers who have anytype of account with the Bank or relationship with the Bank.

As used herein, “points” mean a numerical indicator corresponding toredeemable value. “Points’ may be redeemed for various prizes, products,and services, with each of the prizes, products, or services requiringthe expenditure or redemption of a particular amount of “points.” Itshould be understood that “points” can be expressed as such, e.g., 1000points, or can be expressed in other units, such as “credits” (e.g.,1000 credits), “miles,” or any other suitable unit identifier.

As used herein, “potential customer” means people who are not existingcustomers. “Potential customers” may or may not patronize Bank services,such as ATMs.

As used herein, “triggering behavior” means any consumer behavior thatcan trigger the earning of rewards in a rewards program.

As used herein, “reward” or “rewards” means some type of considerationor recognition established and given by the Bank, the Bank's partners,or third parties to the customer in recognition of the customer'sspecific behaviors in the specific time frame, such as gifts, cashrebates, frequent flyer miles, and points.

Reference will now be made in detail to embodiments of the invention,examples of which are illustrated in the accompanying drawings. Banksmay offer incentive programs to both existing and potential customers.Incentive programs may be broken down into rewards programs typicallydirected at existing customers, and promotional programs typicallydirected at both existing and potential customers. According to oneembodiment of the invention, rewards programs may reward a customer forparticular behaviors, known as trigger behaviors. According to oneembodiment, promotional programs may involve an element of chance andprovide prizes to both existing and potential Bank customers.

The discussion below will generally be divided into discussion directedto promotions and rewards.

Promotions

A promotional system and method in accordance with some embodiments ofthe present invention will now be discussed. As noted above, ATMs mayprovide penetration to potential customers. Therefore, ATMs may bepoised to be a distribution vehicle of promotional material to existingand potential customers alike. Similar to ATMs, point-of-sale (POS)devices may also provide penetration into the market of potentialcustomers. It is contemplated that while ATMs are discussed below,similar promotional programs could be conducted using POS devices.

In accordance with some embodiments of the present invention, ATMs maybe used to dispense so-called “golden tickets,” or printed indicia,representing a particular prize. A “golden ticket” may havecharacteristics to immediately draw the attention of the customer, forexample the ticket may be brightly colored gold. A “golden ticket” maybe of a similar size and shape of the currency the ATM distributes, suchthat no machine modifications to the ATM will be required.

A “golden ticket’ may be distributed randomly, which is intended to meanthat “golden tickets” are not provided to each and every ATM user foreach and every transaction. Instead, the tickets are providedsporadically in a fashion that has at least the appearance of beingrandom to ATM users. For example, a golden ticket could be provided toeach nth customer, such as to every 100 customers. Such an approachwould be random within the context of the invention since it wouldappear to be random to the ATM users. Alternatively, a pseudo-randomalgorithm or other random number generating algorithm could be used torandomly distribute “golden tickets.” For example, a “golden ticket” maybe distributed to every nth customer of customers meeting certaincriteria, such as residents of a particular state. Such algorithms forgenerating true random numbers or pseudo-random numbers are well knownin the statistical arts.

It is also contemplated, however, that the “golden ticket” may beanything indicating to the customer that he or she has won or beenawarded some form of a prize. For example, the “golden ticket” may be inthe form of a rider removably attached to dispensed currency withadhesives (e.g., a “sticker”). The “golden ticket” may be a screendisplay on the ATM, informing an existing customer that a set amount ofpoints or value has been added to their rewards account, or informing apotential customer that they should enter the nearest Bank branchlocation to redeem their prize. In other words, the “golden ticket” neednot be a physical ticket. It need only inform the customer that aspecified prize, points, or value, may be redeemed.

The prizes awarded through ATMs may vary, ranging from discounted orfree Bank services to tangible goods and potentially money. For example,the “golden ticket” may represent an extended period of free bankservices (e.g., checking), a reduced rate for bank services (e.g., 50%off financial planning services), or reduced interest rates forparticular loans or equity arrangements. The “golden ticket” may alsorepresent free or discounted services offered by third parties (e.g.,free cellular phone service, or reduced rates for digital cable). The“golden ticket” may also, for example, entitle the customer toparticular tangible goods, such as sports equipment or electronicequipment (e.g., a new television). The “golden ticket” may also entitlethe customer to a specified amount of money (e.g., $1,000 or $10,000).

Redemption of the prizes may be required to occur inside a Bank branchlocation. The customer may or may not know what prize he or she isentitled to before attempting to redeem the “golden ticket” in thebranch location. For example, the “golden ticket” may notify thecustomer that they are entitled to a prize of sorts, but may note thatthe prize can only be identified and redeemed inside a Bank branchlocation. The “golden ticket” may be redeemable at any Bank branchlocation, or redemption may be available only at particular Banklocations (this may be required for more substantial, valuable prizes).According to another approach, the “golden ticket” may identify thenature of the prize. According to yet another approach, the “goldenticket” may provide a phone number or web address for the customer toaccess in order to learn the nature of the prize.

Encouraging traffic of potential customers into Bank branch locationsmay be a valuable service to the Bank, because the presence of apotential customer in a Bank branch location provides variousopportunities to convert the potential customer into an existingcustomer.

The customer may redeem the “golden ticket” by providing the “goldenticket” to a Bank teller or Bank officer. The customer's prize may beimmediately available, or may be provided to the customer at a laterdate (i.e., if the prize needs to be shipped or if securityverifications must take place). For some prizes, the customer may redeemthe “golden ticket” by going to a web page operated by the Bank andinputting a indicia (e.g., a unique code) that may be printed on the“golden ticket.” The customer may then follow additional steps asnecessary to redeem his or her prize.

Alternatively, a code may be printed on the bottom of ATM receipts, oron a separate receipt. The code may be redeemed at the customer'spersonalized web page or at a web page operated by the Bank for suchredemption. Alternatively, the ATM receipt may be brought into a Bankbranch location to determine what the prize or amount of points may beredeemed with the code.

The codes may be indicative of particular points, or airline miles thatmay be applicable to a frequent flyer program. Both existing andpotential customers may redeem these codes by visiting specified webpages (which, after registration may include a customer's personalizedweb page).

It is contemplated that in order to comply with various laws andregulations, such promotions may also be entered via the mailing of anaddress card to a specified address.

Business rules may be programmed in an ATM (or into a remote server orcomputer driving the ATM's functionality) to analyze an ATM user'sprofile and offer additional services. For example, if the user has anoverdraft balance and a mortgage, an offer for a second mortgage orrefinancing may appear. Similarly, if the user has a large balance in asavings or checking account, brokerage or other investment services maybe offered.

Business rules may also be programmed to analyze the user's profile andprovide coupons, messages (“alerts”), or other information to potentialcustomer users based on the identity of the potential customer's presentbank. When a potential customer logs on or accesses a bank or otherfinancial institution's ATM system (e.g., to obtain dispensed currency),the ATM may identify the potential customer's home banking institution(e.g., using the BIN, Bank Identification Number, from the potentialcustomer's card or payment device that is swiped, inserted, entered,read, blinked, or where the information is otherwise transferred fromthe customer's card or payment device to the ATM system). A message maybe sent to the potential customer identifying products or services thatare offered by the bank providing the ATM service but not offered by thepotential customer's present banking institution. Upon determining whatthe potential customer's home banking institution is, the ATM maydetermine what services or programs that banking institution does notprovide. For example, if the potential customer's home bankinginstitution does not offer investment accounts or lines of equity, theATM may display a message informing the potential customer that the Bankdoes offer these services. The services advertised may be determined inconjunction with the incentive programs. For example, if the ATMdetermines that the customer's home banking institution does not offerlines of equity, the ATM may advertise this service, and the codeprinted on the ATM receipt may entitle the potential customer to atemporary reduced interest rate on such a line of equity.

Rewards

A portion or all of the Bank's existing customers may be enrolled orparticipating in a rewards program, depending on the eligibility rulesof the program. Eligibility rules may include local, state, and federallaws and regulations pertaining to promotions. It is contemplated thatif any local, state, or federal law or regulation covers any aspect ofthe rewards or incentive program, the rewards or incentive program maybe contoured accordingly. Potential customers may also be enrolled inthe Bank's rewards program by providing specific information to theBank. This may result in a personalized web page being set up for thepotential customer so that the potential customer can manage his or herrewards. However, it is contemplated that while existing customers mayreceive a wide array of rewards from both the bank or affiliated thirdparties, rewards of a potential customer may be limited to discounted orfree Bank products and services. In other words, for a potentialcustomer to redeem his or her rewards, the potential customer may becomean existing customer.

For existing customers, the rewards program may be associated with acustomer account. Customers may choose from among a variety of rewardsprograms for a particular customer account. A rewards database may storecustomer-specific reward information for each customer, either existingor potential, enrolled in the Promotional Rewards Program.

The Bank may administer the rewards program. Alternatively, the rewardsprogram could be administered by another entity, such as a Bank Partneror third party. A third party may be employed by the Bank to formulate,manage, and maintain the Bank's incentive programs.

The rewards program is generally associated with one or more earningbehaviors (such as transactions) and one or more rewards which can beearned by the customer engaging in those behaviors. These behaviors maybe referred to as “triggering behaviors,” and are discussed in moredetail below.

The Bank or third party may create rules or other information definingand governing the rewards program. These rules may govern variousaspects of the rewards program, including but not limited to, theoffers, the rewards, the redemption process, and the eligiblepopulation. A rule may comprise any instruction, parameter, macro,subroutine, program, or any other instruction set that may apply to oneor more customers or population groups or any feature defining therewards program.

Accumulation rules and redemption rules and options may similarly beestablished. Accumulation rules may, by way of example only, limit thenumber of rewards or points that can be accrued and redeemed by acustomer. Redemption rules may also, by way of example only, requirevarious identification procedures and various security processes. Theserules may also define limitations for earning rewards currency and/orrewards.

The rules may also specify attributes or characteristics that limit ordefine the events, transactions, and triggering behaviors for which acustomer may earn a reward or rewards. These attributes orcharacteristics may comprise transaction date, time, location,frequency, amount, and/or other triggering attributes.

Rewards accounts may be created and may be stored in a database. Forexisting customers, the reward account may be associated with one ormore accounts the existing customer has with the bank. For potentialcustomers, the reward account may only be associated with an indicia ofidentification of the potential customer (e.g., name, social securitynumber, etc.). The reward account for existing customers may track thecustomer's transactions with the bank, and may provide additionalrewards for passive actions (e.g., leaving funds in a savings accountfor a certain period of time). Reward accounts established for potentialcustomers may only track the potential customer's interactions andtransactions with the Bank, (e.g., ATM transactions). A personalized webpage may access a rewards account in this rewards database, as discussedin more detail below.

In general, the rewards system may monitor customer transactions andbehaviors in order to determine reward earnings. Based on personalizedinformation (such as customer account information), specific rewards maybe generated for the populations eligible to participate. The rewardssystem may additionally communicate the reward earnings to the customer,and report earnings information for internal or external auditingpurposes.

As defined by the reward program, specific transactions and/or behaviorsmay earn rewards. For instance, an offer may define a population as allcustomers in Alabama, and the reward may be provided to Alabamacustomers based on customer address data. A reward such as this could betargeted at particular customers for a variety of reasons. For example,the reward may consist of reduced or free goods or services from localthird parties, or may be directed at something of a local interest, suchas a sports team. Additionally, rewards may be tailored based oncustomer location due to various laws and regulations governing suchrewards and promotions in various states and localities. These types ofgeographic directed rewards may be focused at a specific populationbased on where, for existing customers, their domicile is listed ontheir account information, and/or based on where the customer transactsbusiness with the Bank. In other words, although the domicile of apotential customer who uses the Bank's ATM may be unknown, the locationof the ATM being used is known, and a reward may be tailored accordingto the ATM's geographic location.

As noted above, rewards of a potential customer may be limited todiscounted or free Bank products and services. For a potential customerto redeem his or her rewards, the potential customer may become anexisting customer.

Spending patterns of existing customers may similarly be analyzed, andbased on such analysis, customers may receive more focused offers. Whena customer uses a Bank credit card or Bank debit card (or other purchasecard) to purchase various goods or services, the general category of themerchant with whom they are dealing is transmitted to the Bank. By wayof example only, the Bank may be aware that a particular customer hasused his or her debit card to spend a particular amount of money over aparticular period at gasoline stations. With this information, the Bankmay tailor then the customer's future rewards to gasoline stationdiscounts and the like.

A customer may also earn a reward or reward currency (i.e., points) forthe occurrence of specific triggering behaviors, transactions, andevents related to a specific bank product. For instance, customers mayearn rewards for payments, purchases, opening an account, first use of aproduct or account, cash advances, or another reward trigger in a demanddeposit account, credit card, or other bank product.

In some embodiments in accordance with the present invention, rewards(such as points) may be earned for any of a variety of triggeringbehaviors or activities, such as enrolling in a program or service orestablishing a relationship with a merchant or financial institution,such as by opening an account, applying for a car or home loan (orequity line of credit). Other triggering behaviors related to arelationship include signing up for (and doing) online bill paymentsfrom a specific account, staying in (and/or using) a program for aperiod of time (e.g., to earn program anniversary rewards), and ACHactivity.

In some embodiments, rewards may be granted for establishingrelationships with particular third parties with whom the Bank has arelationship with. For instance, a reward may be granted for obtaining acar loan from an automobile financing division of a bank that managesthe reward account. A reward may also be granted for applying for a homeloan or refinancing (or other loan or transaction), or for makingmonthly payments or maintaining an account pursuant to any such loan ortransaction. The partner can be a true third party, such as a companythe Bank co-brands a card with, e.g., a department store, a carmanufacturer, and so forth.

Additional triggering behaviors which may cause rewards to accrue maycomprise: credit and debit card transactions, such opening an account,paying a balance, paying interest, and linking with another account;other transactions associated with the Bank offering the reward, such asmaking a deposit, making a withdrawal, paying interest, drafting acheck, paying a fee for a banking service; loan transactions, such aspaying interest, transferring a balance, issuing a convenience check,and accessing a line of credit; a merchant purchase; checking andsavings account activity; account payment transactions, such as settingup a recurring payment, enabling an auto-payment, paying an annual fee,or paying a rewards fee; transactions with Bank Partners; transactionswith third parties; brokerage transactions, such as purchasing, selling,or trading stock or other securities; creating, purchasing, or otherwisetransacting an interest in a mutual fund or margin account; depositingfunds; creating a retirement account (such as an IRA or 401(k) account),contributing to or managing such an account, borrowing against such anaccount, or otherwise causing activity related to such an account;requesting information related to a product; purchasing insurance (suchas home, auto, disability, or life insurance); and transferring holdingsfrom an external account to a Bank account; and other transactions orbehaviors.

It should be noted that some triggering behaviors do not necessarilyrequire any specific action on the part of the cardholder. For example,the triggering behavior can be passive. For instance, in somecircumstances maintaining a minimum account balance might be satisfiedby merely refraining from withdrawing funds from the account. In someembodiments, customers may earn instant rewards, such as rewards thatare earned immediately upon completion of a reward-triggering behavior.For instance, a customer may have a chance of winning an instant 20%rebate on any purchase during a specific month, or a customer may have achance of winning a 10% coupon for visiting a particular merchant store,wherein the coupon is printed (or otherwise redeemable) instantaneouslyat the merchant premises.

As mentioned above, an existing customer's financial transactions may betracked as to their general usage, thereby allowing more directedrewards (e.g., if a certain amount is spent on gasoline, points may beredeemed in free gasoline). Accordingly, it is contemplated thattriggering behaviors may include a customer spending more than apredetermined threshold amount towards a particular usage. By way ofexample only, if a customer spends more than $100 in a month ongasoline, then the customer may be eligible for a particular reward. Thereward may, but is not required to be, related to the underlyingpurchases. In other words, the reward may be a coupon for reduced pricegasoline, or a lower incentive rate on new automobile loans.

Mortgages may play two roles in the incentive program. First, mortgagepayments and/or their methods of payment (e.g., automatic bill-pay) mayqualify as triggering behaviors. For example, making full and timelymortgage payments for a specified period of time may entitle thecustomer to a particular reward. Making payments through automaticbill-pay, making payments in excess of the amount due, or makingpayments early may similarly entitle the customer to a particularreward. These various attributes of mortgages may also entitle thecustomer to specified amount of points.

Second, mortgage features may also be redeemable as chance prizes. Forexample, prizes may consist of lower mortgage rates, discounted monthlypayments, a month's payment free, or perhaps a “golden ticket” of havinga Bank mortgage paid in full.

According to another approach, the “purchase” of CDs may be considered atriggering behavior. Similarly, the timely redemption of CDs may beconsidered a triggering behavior. These purchases or redemptions mayalso be entitle a customer to a specified amount of points.

A feature of some embodiments of the present invention is a personalizedweb page for all customers. The personalized web page may be initiallyset up when a customer receives a reward. When a customer visits aspecified web site to redeem their reward or code, the customer may beprompted to enter identification information. This information may beutilized to determine if the customer is an existing customer. If thecustomer is not an existing customer, she may optionally be promptedwith a questionnaire regarding her current banking programs. Thisinformation may be utilized to direct focused advertisements at thepotential customer.

When existing customers sign up for an account of any kind with the Bankor enroll in any relationship with the Bank, the existing customer maybe automatically enrolled in the incentive program, and a personalizedwebpage may be automatically generated for the customer. The customermay then access the personalized webpage via a link on a webpageregarding the customer's Bank account or relationship.

The web page may report to existing and potential customers their rewardstatus (i.e., how many points the customer has accumulated, how manypoints are required for particular rewards, etc.). Based on informationknown about the customer and their accounts, marketing material may befocused and delivered to the existing customer on their web page. Forexisting customers, this information may include information regardingthe status of customer accounts with the Bank. For potential customers,this information may be limited to the rewards and points accrued by thepotential customer.

The personalized web page may customize the customer's statement of anyaccount rewards, including information such as transaction history,reward earnings balance, reward earnings history, available rewardprograms or offers, rewards (such as earned coupons or rebate checks),or other information. The personalized web page may provide periodicsummaries of earnings, balances, and redemption activity that can beseparate from or part of reward account statements. The customer'shistory of reward earnings may be also be tracked by the qualifyingtrigger types, attributes, and/or by specific product or account. Theinformation available on a potential customer's web page may, however,be limited to the codes, points, and other information known about thepotential customer through the potential customer's inputs into the webpage. The personalized web page may also allow customers to access theiraccounts and redeem rewards and promotions online.

In addition, the personalized web page may communicate to an existingcustomer what the customer must do to earn a particular reward, such ashow many points would be earned for making purchases (or a specificpurchase) using a credit card compared to how much would be earned formaking the purchase using a debit card. The personalized web page maysimilarly communicate to a potential customer how many points orredemption options the potential customer would have available if thepotential customer became an existing customer.

Similarly, the personalized web page may include content providingsuggestions on what to do to optimize reward earnings. Both existing andpotential customers may visit their personal web pages to manage theirrewards and incentives. The personalized web page may also be used asanother communication channel for the Bank to communicate with bothexisting and potential customers.

Communications with potential customers may be especially valuablebecause it may be one of very few avenues the Bank has of directlyreaching potential customers. Through the website platform, tracking thepotential customer's use of the Bank's products, and through informationknown about the potential customer's home bank, (i.e., interest rates,availability of particular services, etc.) the Bank may be able toprovide more directed and useful information to the potential customer.

Additionally, through the website platform, the Bank may track theinteraction of the various accounts and relationships the customer haswith the Bank. By providing an instrument to access various Bankrecords, the Bank may be more aware of which customers have whichvarious relationships with the Bank. In this manner, transactions invarious accounts (e.g. credit cards, debit cards, investment accounts,etc.) may be linked.

Redeemable points or chances may also be awarded based on savingsaccount deposits, frequency of deposits, and duration of deposits. Forinstance, if a customer maintains a minimum threshold amount of funds intheir savings account for a minimum period of time, the customer may beentitled to an amount of points corresponding to the value and durationof their savings account. Similarly, a customer may be awarded pointsfor frequently making deposits in the customer's savings account, forexample once a week. Additionally, a customer may be awarded points forthe manner in which the deposits into the savings account are made (e.g.through direct deposit from payroll, etc.).

Reference will now be made in detail to some embodiments in accordancewith the present invention, examples of which are illustrated in theaccompanying drawings.

With reference to FIG. 1, the steps of a financial transaction 1conducted at an ATM will now be discussed. A customer 10 may approach anATM to withdraw cash or use other services, such as checking balances,obtaining stamps, transferring funds, etc. The customer 10 may be anexisting customer or a potential customer. The customer 10 may inserttheir ATM card into the ATM at step 100. The ATM card may be a cardknown and widely used in the art, consisting of a plastic card with amachine readable medium (e.g., a bar code or magnetic stripe) imprintedon the card. However, it is also contemplated that the customer's ATMcard may be a “smart” card, a biometric card, and/or may communicatewith the ATM through radio frequency identification (RFID card).Examples of existing RFID cards are the Chase Blink card and theMasterCard PayPass product. While this and other figures below arediscussed in terms of the customer inserting an ATM card into themachine, other payment card devices could be inserted, such as debitcards, check cards, prepaid cards, gift cards, and so forth.

The ATM may be programmed to determine from the customer's ATM cardwhether the customer 10 is an existing customer of the Bank who providesthe ATM. This information is generally easily deduced from the accountinformation stored on the ATM card. If the customer 10 is an existingcustomer, then the process may follow step 200. If the customer is notan existing customer, but is a potential customer, then the process mayfollow step 250.

For existing customers, the ATM display and transaction may bepersonalized to the particular customer at step 200. For example, atstep 201 the customer's language preference may be set. The customer'slanguage preference may be set based upon the customer's options chosenwhen setting up his or her account at Bank, or the language preferencemay determined from the customer's last ATM use.

At step 202 the customer's most often selected choices may be presented.For example, if the customer consistently uses the ATM to withdraw fundsfrom his or her checking account, an initial option may be “withdrawfunds from checking account.” More particularly, if the customertypically withdraws $80.00 from his or her checking account, an initialoption may be “withdraw $80.00 from checking account.” If the customertypically conducts several transactions at the ATM, such as viewingaccount balances, transferring funds and withdrawing funds, the customermay initially be presented with each of these options.

At step 203, new features or products that may be of interest to theexisting customer may be displayed. For example, if the customer isknown to have a mortgage with the Bank, the ATM may display refinancingoptions available through the Bank. Similarly, if the customer has aninvestment account with the Bank, the ATM may display new investmentopportunities or products that the customer may be interested in.

Optionally, at step 204, the ATM may display the customer's rewardsaccount. The display of the customer's rewards account may be a defaultdisplay, or, in order to advertise the rewards program, for a limitedtime the display of the customer's rewards account may be the initialscreen. Display of the customer's rewards account may also an optionthat may be selected along with options such as “view balance inchecking account,” “view balance in savings account,” “withdraw funds,”or “transfer funds.”

For potential customers, the ATM and transaction may be personalized ina different manner at step 250. The ATM may determine, from thepotential customer's ATM card, what their current banking institutionis. At step 251, for example, the ATM may display Bank features that theBank supplying the ATM may provide, that the potential customer'spresent bank does not. Or the ATM may display how the Bank supplying theATM provides features or services in a manner that is more beneficial oradvantageous than similar or same features as the consumer's home bank.For example, the ATM may indicate that the Bank provides free checkingwhereas the home bank charges for checking, that the Bank's credit cardAPR is 12% while the home banks credit card APR is 14.5%, and so forth.The features displayed may range from the somewhat large, for examplemortgage options, to the everyday, for example reduced fees for usingother bank's ATMs. If the customer consistently uses the ATM forfeatures that are available through the customer current bankinginstitution (e.g., to withdraw funds from their checking account), theATM may display an alternative message encouraging the customer toswitch to the ATM's Bank. This message may say, by way of example only,“Why pay ATM fees? Join Bank today!” or something similar.

At step 252, the ATM may display other advertisements directed to thepotential customer. These advertisements may range from normal Bankslogans and/or logos, to information about the Banks rewards program.

At step 253, the ATM may display the amount of rewards the customerwould earn if they became an existing customer. For example, the ATM mayinform the customer that if the customer joins Bank, they would haveaccrued a certain number of frequent flyer miles. Alternatively, the ATMmay inform the customer that if the customer joins the Bank, thecustomer would be entitled to the various discounted Bank services thatmay be redeemed by points accrued through ATM use.

At step 300, the ATM may conduct the requested transaction of theexisting or potential customer. In other words, if the customer selectedoptions to withdraw $40.00, the ATM would dispense $40.00. If thecustomer selected options to view balances or transfer funds, the ATMwould display balances or would transfer funds.

At step 400, the ATM may provide the existing or potential customer witha receipt containing normal transaction information. This receipt wouldcontain the typical information, such as account identifiers, time anddate of the transaction, the nature of the transaction, the ATM thatconducted the transaction, and any other appropriate information.

For existing customers, at step 410, the receipt may be furthercustomized. For example, the receipt may have weather reports 411,schedules 412, or particular sports scores 413 printed on the receipt.This customization may be based on the existing customer's previousselections, or may be based on various patterns indicating that thecustomer may be interested in this information. In other words, if thecustomer fits a certain demographic profile the information may be socontoured. For example, if the customer is a 27 year old male, the ATMmay display the schedule for local sports teams on the bottom of thereceipt.

The receipt may also provide a rewards account balance to the existingcustomer at 414. The receipt may indicate to the customer the customer'sbalances (e.g., the number of points accrued, the number of frequentflyer miles accrued), as well as any prizes that the customer has earnedor won that are pending redemption in a Bank branch. The receipt maydelineate the amount of rewards that the customer has earned for thepresent transaction, and may also provide a balance of the total rewardsthe customer has accrued.

For potential customers, the ATM receipt may also be customized at step420. The receipt may have directed advertisements at 421, optionallybased on the transaction the customer just conducted (e.g., if thecustomer withdrew money from savings, advertise the Bank's savingsaccount rate). The receipt may also have general interest information,such as weather reports 422, news headlines 423, or trivia 424.Optionally, the receipt may inform the potential customer what rewardsthey would have accrued if they became existing customers of the Bank.

Step 500 is optional, and comprises a promotional aspect. At step 510,redeemable codes (representing some indicia of a reward, e.g., points orfrequent flyer miles) may be printed on the bottom of the ATM receiptfor both existing and potential customers. Including the code onpotential customer's receipts may drive some potential customer trafficto the Bank's redemption web page.

At step 520, the ATM may dispense, along with requested funds or areceipt a “golden ticket” to both existing and potential customers. Thisgolden ticket may be redeemable for a prize. Prizes may range fromdiscounted or free Bank services to money or physical prizes. Prizes mayoptionally may only be redeemed in a Bank branch location, in order todrive more traffic into a branch. As discussed above, the “goldenticket” may be in a variety of sizes, shapes, colors, and forms. The“golden ticket” may be a ticket actually dispensed with funds, or the“golden ticket” may be a rider (e.g. sticker) that may be placed on thedispensed receipt. The “golden ticket” may also be printed on a receipt,or may be separately dispensed with a receipt, i.e. printed on its ownreceipt. Additionally, a notice to the customer that a “golden ticket”has been awarded may be displayed on the ATM screen. This notice maydirect the customer to either a Bank branch location or to thecustomer's personalized rewards account webpage.

With reference to FIG. 2, a rewards program 2 in accordance with anembodiment of the present invention will now be discussed. For exemplarypurposes, checking accounts 1000, savings accounts 2000, investmentaccounts 3000, credit cards 4000, debit cards 5000, mortgages 6000,lines of equity/loans 7000, certificate of deposits (CDs) 8000, and ATMuse 9000 will be discussed. It is contemplated, however, that any of thepanoply of financial transactions available at a Bank may generaterewards.

A customer 10 may partake in any of these financial services. Use ofthese services may generate rewards which may impact any other financialservice that the customer 10 uses. For example, in block 1001, rewardsmay be awarded for the amount of money deposited in a checking 1000,savings 2000, or investment 3000 accounts.

The reward relating to these accounts may, for example, provide reducedrates or increased services for each of these accounts, or it mayattempt to drive business to other financial services, by for example,offering a lowered interest rate on personal loans. For example, if thecustomer deposits more than a threshold amount into his or her checkingaccount on a specified periodic basis, the customer may be entitled tofree check printing. Alternatively, in order to cross-sell Bankservices, the reward for such deposits in a checking account may bereduced fees for the customer to meet with Bank's financial planners orinvestment advisors.

Rewards for checking 1000, savings 2000, or investment 3000 accounts mayalso be awarded for duration of deposits 1002 (i.e., how long depositedfunds were left in the account) or frequency of deposits 1003.Additional rewards may be awarded for direct deposit into these accounts1004, or transfers between these accounts 1005.

With respect to credit cards 4000 and debit cards 5000, rewards may beawarded for use of the credit or debit card 4001. Optionally, enhancedor increased awards may be issued for use of the credit or debit card4000, 5000 at particular retailers or for particular services 4002. Inother words, the Bank may have certain agreements and/or relationshipswith various third parties. If the customer spends more than a thresholdamount at any of these third party locations or retail establishments,the customer may be entitled to a specified amount of points.Additionally, the Bank may seek to encourage the use of certain paymentcards over other payment cards through differential rewards. Forexample, the Bank may provide higher rewards for credit cards 4000 usagethan for debit cards 5000 usage because the former is more profitablefor the Bank.

With respect to mortgages 6000, rewards may be awarded based on timelypayments 6001, payments made by automatic bill-pay 6002, or payments inexcess of the amount due 6003. Rewards may also be awarded for obtaininga mortgage, including a second mortgage or a home equity loan. Repeatcustomers (e.g., customers who have had multiple mortgages with Bank)may also be entitled to rewards based upon their continued use of Bank'sservices.

With respect to CDs 8000, rewards may be awarded based on the number ofCDs purchased 8001. Rewards for CDs 8000 may also be based on the timelyredemption of the CDs, or on the number or size of CDs 8000 purchased.

With respect to ATM usage 9000, rewards may be awarded based on theamount of ATM use 9001, with enhanced rewards optional for use of theBank's ATMs 9002. Rewards and/or points may also be accrued based on thevarious features of the ATM that the customer uses. For example, inaddition to withdrawing funds and checking balances, the customer may beawarded a specified number of points for transferring funds with theATM, or for purchasing stamps from the ATM.

As noted above, the rewards may involve, impact, or encourage otherservices or accounts that the customer may or may not have at the Bank.In other words, rewards from use of a checking account may result in areduced mortgage payment one month. Rewards from use of a debit card mayresult in reduced fees for ATM use. Or, the rewards may be unrelated tofinancial services. With reference to FIG. 3, a personalized web page600 may display to the customer information regarding the customer'srewards account from a rewards database 700. For potential customers thepersonalized web page 600 may also display information from thepotential customer's profile 800, such as the potential customer'sprofile information entered by the potential customer into thepersonalized web page 600, information regarding the potentialcustomer's use of the Banks services (e.g., ATM service), andinformation regarding the potential customer's home banking institution,including without limitation the home banking institution's goods,products, services, rates, physical locations, etc. For existingcustomers, the personalized web page 600 may also display informationfrom the existing customer's profile information 900. The existingcustomer's profile information 900 may include, without limitation, theexisting customer's biographical information known by the Bank,information regarding the existing customer's accounts at the Bank,including without limitation, the existence or lack of existence of allof the aforementioned triggering behaviors.

Both existing and potential customers may have a rewards accountmaintained on a rewards database 700. This database 700 may also haveaccess to both potential and existing customer profiles 800, 900 inorder to provide and tailor rewards and reward redemption rules. Therewards database 700 may also have access to the personalized web page600, so that any redemption, alterations, or accrual of the potential orexisting customer's rewards done via the personalized web page 600 maybe recorded in the rewards database 700.

It is the intertwined web of Bank services and awards that may beparticularly beneficial to the Bank. The rewards may be contoured toencourage particular customer action (e.g., maintaining funds in a moneymarket account or to use the Bank's ATMs), or simply to reward thecustomer for using Bank services (e.g., frequent flyer miles, redeemablepoints). In this manner, the Bank may cross promote its products whilealso increasing the satisfaction level of the customer.

The embodiments of the present invention are not to be limited in scopeby the specific embodiments described herein. For example, although manyof the embodiments disclosed herein have been described with referenceto banks and credit card purchases, the principles herein are equallyapplicable to any reward account managed by any entity and any customerbehavior.

Indeed, various modifications of the embodiments of the presentinventions, in addition to those described herein, will be apparent tothose of ordinary skill in the art from the foregoing description andaccompanying drawings. Thus, such modifications are intended to fallwithin the scope of the following appended claims.

Further, although some embodiments of the present inventions have beendescribed herein in the context of a particular implementation in aparticular environment for a particular purpose, those of ordinary skillin the art will recognize that its usefulness is not limited thereto andthat the embodiments of the present inventions can be beneficiallyimplemented in any number of environments for any number of purposes.

Accordingly, the claims set forth below should be construed in view ofthe full breadth and spirit of the embodiments of the present inventionsas disclosed herein.

1. A method of operating a promotional program of a financialinstitution, wherein the method comprises: determining, by a computerprocessor, whether a user is an existing customer or a potentialcustomer of the financial institution, wherein the existing customer isa present account-holder with the financial institution and thepotential customer is not a present account-holder with the financialinstitution; accessing, using a computer processor, an existing customertransaction history if the user is an existing customer; accessing,using a computer processor, a potential customer transaction history ifthe user is a potential customer; applying, by the computer processor, aset of business rules to a profile of the user that are based upon theuser's status as the potential customer; presenting at least one offer,by the computer processor, based on the set of business rules, to theuser based on an identity of a potential customer's present financialinstitution; and dispensing, by the computer processor, an indiciaredeemable for the at least one offer.
 2. The method of operating apromotional program of claim 1, wherein the existing customertransaction history comprises the user's: (1) transaction history withat least one ATM of the financial institution, (2) transaction historywith the financial institution, or (3) transaction history with thirdparties.
 3. The method of operating a promotional program of claim 1,wherein the potential customer transaction history comprises the user'shistory of transactions with at least one ATM of the financialinstitution, wherein the potential customer transaction history isidentified by at least one identifier associated with the user.
 4. Themethod of operating a promotional program of claim 1, wherein the useris interacting with at least one ATM of the financial institution. 5.The method of operating a promotional program of claim 1, wherein theindicia is a ticket dispensed from an ATM with a receipt of atransaction.
 6. The method of operating a promotional program of claim1, wherein the indicia is displayed on a screen of an ATM.
 7. The methodof operating a promotional program of claim 1, wherein the indicia isprinted on a receipt of a transaction.
 8. The method of operating apromotional program of claim 7, wherein the indicia is a redeemablecode.
 9. A system for managing an incentive program for customers of afinancial institution, the system comprising: at least one terminalassociated with a financial institution for interacting with a user; anda processor in electronic communication with the at least one terminalfor: (1) determining whether a user is an existing customer or apotential customer of the financial institution; (2) accessing anexisting customer transaction history if the user is an existingcustomer; (3) accessing a potential customer transaction history if theuser is a potential customer, wherein the potential customer transactionhistory comprises the user's history of transactions with at least oneterminal of the financial institution; (4) applying a set of businessrules to a profile of the user that are based upon the user's status asthe potential customer; (5) presenting at least one offer, based on theset of business rules, to the user based on an identity of a potentialcustomer's present financial institution; and (6) dispensing an indiciaredeemable for the at least one offer.
 10. The system of claim 9,wherein the at least one terminal comprises at least one automatedteller machine (ATM).
 11. The system of claim 9, wherein the existingcustomer is a present account-holder with the financial institution andthe potential customer is not a present account-holder with thefinancial institution.
 12. The system of claim 9, wherein the existingcustomer transaction history comprises the user's: (a) transactionhistory with the at least one terminal of the financial institution, (b)transaction history with the financial institution, or (c) transactionhistory with third parties.
 13. The system of claim 9, wherein thepotential customer transaction history is identified by at least oneidentifier associated with the user.
 14. The system of claim 9, whereinthe indicia is a ticket dispensed from the at least one terminal. 15.The system of claim 9, wherein the indicia is a ticket dispensed fromthe at least one terminal with a receipt of a transaction.
 16. Thesystem of claim 9, wherein the indicia is displayed on a screen of theat least one terminal.
 17. The system of claim 9, wherein the indicia isprinted on a receipt of a transaction.
 18. The system of claim 9,wherein the indicia is a redeemable code.
 19. A method of operating apromotional program for users of a financial institution, wherein themethod comprises: determining, by a computer processor, whether a userinteracting with a terminal of a financial institution is an existingcustomer or a potential customer of the financial institution, whereinthe existing customer is a present account-holder with the financialinstitution and the potential customer is not a present account-holderwith the financial institution; accessing, by a computer processor, anexisting customer transaction history if the user is an existingcustomer, wherein the existing customer transaction history comprisesthe user's: (1) transaction history with the at least one terminal ofthe financial institution, (2) transaction history with the financialinstitution, and (3) transaction history with third parties; accessing,by a computer processor, a potential customer transaction history if theuser is a potential customer, wherein the potential customer transactionhistory comprises the user's history of transactions with the at leastone terminal of the financial institution, wherein the potentialcustomer transaction history is identified by at least one identifierassociated with the user; presenting at least one offer, by the computerprocessor, determined by analyzing a set of business rules, to the userbased on an identity of a user's present financial institution;displaying a redeemable indicia on a display associated with theterminal wherein the indicia is related to the at least one offer; anddispensing the redeemable indicia that is redeemable for the at least onoffer upon or after the user completing a triggering behavior, whereinthe triggering behavior is determined from the existing customertransaction history or the potential customer transaction history.